Gillian Dyer-Advertising as Communication (1988)

According to Gillian Dyer (Advertising as Communication, 1988) advertisers use, among other techniques, lines of appeal to create brand identities and attract their target audience.

Audi:

Audi is a luxury car manufacturer which sells high quality, premium priced, luxury cars. Audi fit into several of Dyer’s lines of appeal. The first category is ‘rich, luxurious lifestyles’. Those who earn a good income aspire to have a luxury brand car to represent their wealth and success. This could lead to ‘successful careers’ as you would expect those who receive a good income to work towards buying an Audi or already have one. Lastly, Audi could be placed into ‘dreams and fantasy’ as the brand can customize their cars for each customer making the desired car achievable.  

The Audi brand is about a luxurious and aspirational lifestyle.

Audi in one word: Prestige

Johnson's:

Johnson and Johnson is a skincare brand which specialises in baby skincare and produce mildly formulated skincare products for babies. This brand would fit into ‘happy families’ as the Johnson advertisements always promote happy, loving and caring mothers and babies. Another category this fits into is ‘childhood’. The maternal affection shown presents nurture and protection of the parent and baby. The brand values of Johnsons are to protect babies skin as the slogan states, ‘no more tears’ and also to sell non-harmful cleansing products. The brand is also promoted for use by mothers by being good for babies and good for grown-ups.

Johnsons specialise in baby skincare and sell non-harmful cleansing products.

Johnsons in one word: Gentle

Guerlain:

Guerlain is a skincare brand which also sells fragrance and make-up. It is a luxurious brand reflected by the high prices, premium quality and elegant packaging. The first category it fits into is ‘beautiful women and men’. The brand sells both cosmetics for men and women to enhance their beauty, making them more admirable. Another category is ‘dreams and fantasy’. Women admire what the women presented in the brand look like and men admire them also in a sense that they think they are beautiful and would want to be with someone like that. The brand cares for both men and women’s skincare.

Guerlain create a look of elegance for men and women.

Guerlain in one word: Elegance

Qatar airways:

Qatar airways are a global airline company that deliver flights around the world every day. The lines of appeal the brand fit into are: ‘rich, luxurious lifestyles’, ‘happy families ‘, ‘elite people or experts’,  ‘beautiful women’ and ‘glamorous places’. As Qatar airways are a luxury airline provided with comfortable seating and tasty food, it is usually a service the middle and upper class take advantage of, elite people fly in first class. Families are mostly shown advertising the airline looking happy when travelling to glamorous, exotic destinations. The beautiful women hostesses are also shown with a kind and polite attitude towards the guests boarding the plane.

Qatar airways are a friendly, luxury airline service.

Qatar in one word: Luxury

Apple:

The brand Apple specialises in creating the latest, innovative technology; phones, applications, laptops, tablets etc. Dyers lines of appeal that Apple fits into are ‘dreams and fantasy’, as Apple products are quite expensive they may take people time to save money to buy them and work their way towards them. Apple could also fit into ‘rich, luxurious lifestyles’. Those of a higher class are able to afford Apple products such as MacBook’s which are quite expensive. Another category Apple fits into is ‘elite people or experts’. Elite people tend to have high quality technology such as Apple phones or laptops.  

Apple is a well-known brand for high quality technology products.

Apple in one word: Innovative